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How Millennials Get News
Millennials consume news and information in strikingly different ways than previous generations, and their paths to discovery are more nuanced and varied than some may have imagined according to a new report by the Media Insight Project, a collaboration between the American Press Institute and the Associated Press-NORC Center for Public Affairs Research.
Among the study’s findings:
- While Millennials are highly equipped, it is not true they are constantly connected. More than 90 percent of adults age 18-34 surveyed own smartphones, and half own tablets. But only half (51 percent) say they are online most or all of the day.
- Email is the most common digital activity, but news is a significant part of the online lives of Millennials, as well. Fully 69 percent report getting news at least once a day — 40 percent several times a day.
- Millennials acquire news for many reasons, which include a fairly even mix of civic motivations (74 percent), problem-solving needs (63 percent), and social factors (67 percent) such as talking about it with friends.
- When Millennials want to dig deeper on a subject, search is the dominant method cited by 57 percent (and it is the one cited most often as useful), followed by news sites (23 percent). Only 7 percent cite checking Facebook to learn more.
- And when Millennials do dig deeper, the most important qualities that make a destination useful are that they know the source well (57 percent) and that this digital source is transparent and rich with references and links (52 percent).
Read the API’s full report, How Millennials Get News: Inside the habits of America’s first digital generation.
On-Demand Streaming Audiences Signify Opportunities and Challenges
According to Nielsen’s newly released Total Audience Report (Q4 2014), consumers’ time and attention around media is in flux. Increased video viewing on digital platforms to both native digital content and TV-produced content, as well as the rise of subscription-based video on-demand (SVOD) across all platforms, are changing the way we look at the consumption of traditional media.
Neilsen finds that increased consumer time and attention creates opportunities for content owners, though the economics in digital remain challenging for all but a few, particularly given the raft of new competitors in the space (they liken it to a “modern day gold rush”).
Nielsen reports that:
Over 40% of U.S. homes had access to an SVOD service as of November 2014, and 13% of homes boasted multiple streaming services. Homes with subscription streaming services have both a penchant for TV-connected technology and, perhaps more importantly, display the greatest usage of these devices—nearly 50 minutes more than a typical TV home.
Homes with subscription streaming services have both a penchant for TV-connected technology and, perhaps more importantly, display the greatest usage of these devices—nearly 50 minutes more than a typical TV home. These homes average 10 more minutes daily watching time-shifted TV and double that in terms of time spent using a multimedia device (such as Apple TV and Roku) than a typical TV home.
New York Times Analysis of the research:
Nielsen Charts Reach of Video Streaming
Sharethrough Takes A Neuroscience Perspective to Look at Mobile Native Advertising
Sharethrough, a software company that enables leading websites and apps to manage their in-feed, native ads, commissioned a study “A Neuroscience Perspective: Asessing Visual Focus, Message Processing & The Ability To Strengthen Associations Through Mobile Native Advertising” from Nielsen to determine how consumers visually process mobile ads. What’s interesting about this particular study is that instead of the usual survey-based research, it applied eye tracking and neuroscience—the study of subconscious reactions in the brain—to mobile advertising.
According to Sharethrough:
Unlike survey-based mobile measurement, which evaluates a consumer’s conscious reactions to ads, neuroscience taps into the brain’s subconscious reactions as well. This is critical: the subconscious is the motivating force behind many of our actions, including which brands we buy from.
To understand the effectiveness of mobile advertising, the study (conducted in accordance with Nielsen’s proprietary methodology) compared native ads and banners, both placed in-feed. Nielsen worked with five premium advertisers, including Boeing, creating mock ads from similar creative elements that were optimized for each format. Study participants were shown a video simulating the experience of scrolling through an editorial feed. The feed is paused and the participant is shown either a native ad or an in-feed banner. Using a combination of EEG data— measurements of neural activity in the brain—and eye tracking, Nielsen quantified where and how the participants’ focus was being directed.
Among the key findings, which Sharethrough explores in more detail, are:
- Native Ads Appear to Receive Two Times More Visual Focus than Banners
- Banners Are Processed Peripherally
- Native Ads Are Being Read
- Native Ad Headlines Can Be Optimized to Trigger Associations
- Brand Assets Impact Brand Resonance Lift
Quartz’ Alice Truong takes a look at the research in her article:
Scientific proof that no one pays attention to banner ads
Pew Looks at Local News in a Digital Age
The Pew Research Center has just released its latest report,
“Local News in a Digital Age,” which:
“Local News in a Digital Age,” which:
…takes a microscope to the information streams in three news environments across the United States: Denver, Colorado—a highly educated urban area of more than 2 million with internet adoption above the national average and a large Hispanic population (19%); Macon, Georgia—a metro area of 175,000 with a substantial share of black residents (41%), an unemployment rate above the national average, and a local university working to serve as a hub for journalism innovation; and Sioux City, Iowa—a city that spans three states and has a predominantly white population of just 125,000. These cities are not meant to be extrapolated to the United States as a whole, but rather serve as a set of case studies on the ebb and flow of daily local news that speak to the diversity of modern American cities.
Pew breaks the results out into several distinct mini reports:
- Local News Interest High Across the Board; Specific Habits Vary
- Race and Ethnicity in the Local News Ecosystem
- Digital Differences Across Local Communities
- Engagement in and Satisfaction with One’s City Connect to Stronger News Habits
- Facebook and Twitter—New but Limited Parts of the Local News System
- Legacy Outlets Drive the News Agenda, but Specialty Providers Diversify the Ecosystem
- The News Environment in Denver, Colorado
- The News Environment in Macon, Georgia
- The News Environment in Sioux City, Iowa
Some of Pew’s major findings include:
- One of the greatest disparities occurs not across metro areas, but within them: that of race and ethnicity.
- In all three cities, some local entities outside of journalism, particularly within government, are using the Web in part to serve as news providers.
- Citizens are a part of the news process but mainly as quoted sources or as disseminators of news in social media.
How Kids’ Media Palate Changes as They Age
A Nielsen analysis found that as young viewers cognitively and developmentally change, so too do their cross-platform habits.
According to Nielsen, kids’ media consumption across age ranges is akin to transitioning from strained peas to silverware—with distinct differences in taste, viewing and listening preference, and even who they’re viewing with.
For example, while more than 95% of all kids (2-17) prefer to watch traditional television over 20 hours a week—with Hispanic kids averaging about a half-hour more—the analysis found that older kids and teens go online on computers more, as about 29% of teens 14 to 17 years old were online via computer for at least one minute in March 2014.
Read the Nielsen post: Grow and Tell: As Children Age from Toddlers to Teens, Their Media Palate Changes
Digital Dominates Millennial Content Consumption
DEFY Media has announced findings from its third annual ACUMEN Report: Constant Content. The report, conducted in partnership with Hunter Qualitative and KnoWhy Research, focused on teens and young adult Millennials to examine their content consumption.
According to the report, digital dominates their content consumption with 13-24 viewers revealing a considerable 11.3 hours weekly watching “free” online video and 10.8 hours of subscription online video weekly – nearly twice the time reported for free online TV offerings from broadcast and cable networks (6.4 hours) or 8.3 for regularly scheduled TV. And, while 96% of those surveyed say they watch online video, only 57% watch free online TV and 56% watch recorded TV with no differences across the age range.
This segment also finds online personalities to be the most relatable and influential. For the millennial set, YouTubers are the today’s role models. Among the younger 13-17 segment, 32% responded they are more likely to look up to a YouTube personality over traditional celebrities, while the older 18-24 set reported a slightly higher affinity towards TV and movie stars (36% vs. 26% for YouTubers).
FreeWheel Q4 2014 Video Monetization Report
FreeWheel, a Comcast-owned ad serving platform servicing many major TV and cable networks and online video services, including A&E Networks, Discovery Communications, ESPN, NBC Universal and Univision, has released its Q4 2014 Video Monetization Report.
The report found that 2014 digital video growth was driven by ultra-premium content – new seasons of shows and live streaming. This was closely related to growth in TV Everywhere authenticated viewing.
Key findings include:
- Live viewing grew 297% year-over-year, driven by strong growth in Sports streaming and News simulcasts.
- First-run broadcast shows attracted far more viewers this quarter than the year prior, as seen by a 67% increase in digital video ad views.
- Over-the top (OTT) streaming devices, overwhelmingly used for long-form and live viewing, overtook tablets, accounting for 8% of all video ad views.
- Authenticated viewing grew 591% year-over-year, as 56% of all video ad views on long-form and live content now come from behind authentication walls.